Hello. Another solar ad breakdown — this time for JDM Earth Solar’s power couple. We’ve got Jen and David, who actually won Tesla’s customer excellence award for Q4, and they got invited to visit the factory and everything. They install so many Tesla Powerwalls, and we’re really, really proud to be working with them to be honest.

We’ve been going for maybe two, three months and the results are through the roof. The average deal value has skyrocketed. I think the average product value is around £15,000 right now from Facebook ads — not from Google, not from anywhere, not from organic — from Facebook paid ads. And they’re just absolutely loving it.

I think they’re quoting barns. They’ve got some kind of developer projects going on. It’s absolutely brilliant. In fact, I think there’s currently conversations about decreasing spend just because the volume is so, so great.

So, let’s jump into it. Let’s see one of their ads. This is a more educational one about actually how solar works.

So we obviously want to make some ads that are very much like call to action: take action, work with us, install with us, get a quote from us, etc. But there’s also a large, large portion of the market — I think I saw some sort of funnel diagram that said 93% of the market is kind of in the consideration phase rather than the buying phase.

So there’s a huge portion of the market that we can appeal to by creating content and ads that are slightly further up the buying chain. So let’s take a look. This one specifically is about how solar works.

Ad footage:

“How solar works. Let’s walk through the science behind it.

Solar works very simply. We have the solar panels which capture the sunlight radiance from the sun…”

Even that — you know, the transitions within the first kind of three seconds. Just watch that one more time again:

“Still curious about how solar works? Let’s walk through the science behind it. Solar works very simply…”

So within the first kind of three, four seconds, we’re immediately to a lovely drone shot that almost looks so nice it doesn’t even look real. And our editors have done this lovely animation where you’ve got kind of the power filling up on both sides of the panels.

Things like this just grab people. And as soon as you grab someone, then the likelihood they actually continue listening to you — and taking action at the end of what you have to say — is so much higher.

Sometimes you’ll run ads and if the hook isn’t strong enough, people will just drop off straight away. The retention rate will be terrible. And it’s things like this — swapping that angle really quick — using some really clever editing from our really experienced five editors at this point — that really ensures that people actually listen to what you have to say.

“We have the solar panels which capture the sunlight radiance from the sun and convert that into DC energy. The DC energy travels down to your inverter where it’ll convert it into AC energy — which is what we use within our homes.”

So again, DC to AC — very simple. If you’re in the industry you’re going to be able to just say it converts DC to AC and not even mention it. But the fact that David finishes that off by making sure it’s relevant to the customer — especially at this top-of-funnel awareness level — we need to say that AC is the energy that we use within our homes to bring the point around so people actually understand why on earth he’s going on about DC to AC.

“So when the sun’s out, when the light’s there and we have the level of radiance, you’re generating free energy. So within a solar system you essentially have three elements. You have your inverter, you have your battery storage, and we have the brain of the system which is the battery management system, which works alongside the inverter.

So this is what dictates what is used and where the energy goes. So when the sunlight — as we can see, beautiful day today — be generating a lot on those panels there — the energy will come down to the inverter and if the house has a demand, that will then be converted to AC and go straight to the house to meet the demand.

Any excess energy is just going to go straight into the battery. Once the battery is completely full — depending on what type of home you have — you might have a hot water tank, so you install a hot water diverter to take that excess energy…”

You might think that’s added unnecessary detail, but it’s things like that that actually — when someone’s watching already this far — you kind of want to give them a bit of detail on some things they may not have heard before. And just make sure they’re getting value from the content rather than doing a super simple explanation that maybe doesn’t cross that line between entertainment to value and education.

“You might have a nice electric vehicle and you can top—”

That’s a great point here. This is a perfect example of why we film in landscape, right? So you’re like, “What? These are vertical ads. Are you stupid? Why are you filming in landscape? You’re never going to use any of that footage, right?”

But it’s really important because it gives us flexibility and versatility. So when David says you might have an electric vehicle, our editors have panned over to the right in what was originally a landscape piece of footage and they’ve been able to highlight that electric vehicle that was in the right of the landscape footage.

The other reason we do it is that especially when you’re following someone around, it’s very, very hard to keep them this close in frame so they’re taking up most of the frame but not lose them out of the side of the frame — especially for a vertical video.

When you’re filming in landscape, if David strays over here on the right, he strays over here on the left, we just get our editors to pan with him. And it makes sure we never lose what would otherwise be a really good piece of footage by essentially having David walk out of the frame — which is really easily done when you’re roaming around a system.

Ad continues:

“You might have a hot water tank so you install a hot water diverter to take that excess energy. You might have a nice electric vehicle and you can top up your car using the sun if there’s excess energy there.

Otherwise it’ll go back to the grid and if you set up a smart export guarantee you can get paid for that as well.

If you want to receive a hassle-free quotation today, get in touch by clicking the button below, giving us a few details and one of our team will be in touch.”

So really lovely little call to action there as well. While it is more of an educational piece, this is the kind of thing that gets quite a lot of engagement — so we want to make sure that those that are engaging are being told to do something, even if it’s relatively unlikely they actually go ahead and do it. So yeah, a nice little call to action there: give us a few details and one of the team will be in touch.

And then finally, some nice B-roll at the end — the van driving in there. I remember I had to direct him to do that a couple times: “Can you just go back a bit, David? Come back.” Yeah — all that kind of stuff.

So yeah: really nice educational explainer video there. That’s a funny phrase right at the start — “nice educational video” — but yeah, a really nice educational video there.

That is again much more top of funnel. That is potentially going to have a slightly higher cost per lead, but it’s also fantastic for nurturing.

That’s the one thing I didn’t even mention at the start of this video, right? These videos that are less like “take action, take action, get a quote, do this, get this hardware, try this” — these videos that are more educational — once someone has already become a lead, these are fantastic for getting someone to actually take the next step and go ahead and buy the system.

Because you’re educating them on all of the benefits, on how it works, so they understand what they’re buying — and you’re overcoming some barriers that maybe your sales rep or you in the office are going to miss, or some questions that they have but they don’t ask — things like that.

These videos are why I think our clients have such high close rates. Because we’ve got these and video reviews coming through that are just being peppered constantly on people’s feeds.

You know, literally once you become a lead with JDM, you’re going to get hit with like five of these explainer videos — as well as all of their customer testimonials. So it’s an all-round kind of attack — in a really nice way — to educate the customer and ensure that they actually go ahead.

So, if you want ads edited and made and filmed just like this one, we do the full service package. So I come out and direct with a professionally trained videographer — our videographers have about 10 years experience each.

We bring all the kit. We come film. We script it out. We prepare you for the shoot. I coach you through it. I prompt you through it to make ads just like this one, even if you’re a bit nervous on camera.

Then we obviously run all of the ads — everything done for you. You get the leads, you sell them, and you grow your business essentially.

If that’s what you want and it’s of interest, you should see “book an appointment” somewhere at the top of this video and you’ll be able to book in for a discussion and we’ll see how we can help.

So, without further ado, have a lovely rest of the day and I’ll see you in the next.